What on Earth in brand campaign through Albion

What on Earth was founded in 1999 in response to demand for organic ready meals. It distributes its range through specialist retailers such as Harvey Nichols and Fresh and Wild. Albion will be its first agency.

What on Earth founder and director Jeremy Jaffe said he wanted to give the brand more of an identity and increase sales. He is in talks with Waitrose about supplying the chain with its range of pizzas, soups and salads.

Albion, launched by Tribal DDB founder Jason Goodman and former Milk creative director Matt Gibbins, pitched against undisclosed agencies for the business, thought to be worth under £500,000.

The agency will look to consolidate the brand's image via through-the-line advertising, ambient and guerilla marketing and new media activity.

Jaffe said: "Organic food is perceived as being fuddy-duddy or corny, and we want to steer clear of that. We are recognised, but not enough."